The Underlying Influence of Advertising - Term Paper Example

of the of the Submitted ‘Audience’ Introduction The purpose of advertising is twofold: it informs people ofthe existence of a product or service under a certain unique and identifiable brand name- and it tries to persuade people to buy the products and use the services. Of course, people have to be told the possible uses of the product or service being advertised so that they can determine for themselves whether or not they need or want to make use of that product or service. Sometimes advertising also tries to influence the purchase or buy decision by making certain appeals to the customer. The common point in all these appeals is that they try to persuade the customer that his or her life will be better off and so much simpler, convenient and complete that he or she cannot afford to miss the opportunity of trying out the product or service at least once to see for themselves. It then remains to be seen if the manufacturer or advertiser’s claims are valid and this decision will be made by the user after he or she tries the product or service and records his or her feelings, measures of satisfaction and desire to purchase or not once again. Discussion of Advertisements in Popular Magazines This paper will comment on the advertisements in popular magazines like Time, Newsweek, Sports Illustrated, Cosmopolitan and the like and make comments on their specific appeals to audiences based on seven separate characteristics: age, culture or ethnic background, social status and education, income and occupation, religion, political affiliation, and gender. It is natural and desirable for marketers and advertisers to aim their advertisement at specific groups of potential or actual customers called the Target Market, based on common characteristics as defined by their particular demographics, psychographics, and lifestyle values. Trying to target everyone with one advertisement would admittedly be difficult- people are different and have distinct needs, desires and aspirations that have to be catered to. One may be influenced by price, another by quality, and a third by size and convenience of the product or service being offered. We will now try to choose and understand the audience appeals of five advertisements based on the various appeal characteristics as outlined above. The Appeals Used to Persuade Buyers Both verbal and visual appeals are generally used to attract and ensnare buyers into trying out a product or service. While it was previously okay just to advertise the benefits of a product or service and nothing more, hoping that the buyer would buy and try the product or service out of sheer need or curiosity, today’s marketers try to shove the item down our throats. Suave and sophisticated, colorful and appealing advertisements with words, pictures and subtexts clearly designed to engage the reader and induce him or her to take action without delay is what today’s ads are all about. It seems that the customer will miss a golden chance to avail a unique opportunity to try out the product or service before anyone in the neighborhood does. Marketers have also been known to target opinion leaders and public figures like Oprah Winfrey and a host of other celebrities to endorse and market their products. It is clearly hoped that their fan following will follow suit. It’s no secret that advertising is big business and celebrities and sports figures make millions of dollars from endorsements every year. Advertisers tend to choose their product endorsers very carefully depending on the public image and lifestyle fit in with their product or service. One is reminded of the Tiger Woods fiasco and subsequent actions that advertisers took to re-evaluate their contracts with him. Audience Classification on the Basis of Seven Characteristics Let us now proceed to take five advertisements and evaluate them based on the seven characteristics of age, culture or ethnic background, social status and education, income and occupation, religion, political affiliation, and gender. These advertisements have been attached in the Appendix. The first advertisement I would like to address is the one on the inside page of Time Magazine in its issue of March 12, 2012. This pertains to the Thailand Exhibition and Convention Bureau (www.tceb.or.th). It labels Thailand as a Destination of Choices. It shows a smartly dressed man in a business suit just about to move through a doorway that is presumably Thailand itself. The subtext under it reads: ‘The doorway to your business event’s success awaits’. It is quite clear that they want to sell Thailand as a preferred destination for business events, conferences and conventions. Also included are separate scenic snapshots of various business events and conventions in progress or that have taken place in Thailand. This shows that people are already choosing Thailand as a destination for business conferences and events. It beckons to the reader to do the same. Although it is clearly directed towards the business class and is in a widely read popular business magazine, one cannot help feeling the general appeal of Thailand’s culture and hospitality of the place as well. The events in the snapshots in color are in subtle contrast to the golden brown background of the advertisement (Time, 2). 1. Age: 24-64 (or whatever the retirement age for business owners). 2. Culture or Ethnic Background: Meant to capitalize on its Eastern hospitality for the Western businessman/woman. 3. Social Status and Education: The business class, well heeled and moderately affluent businessmen/women. 4. Income and Occupation: Businessmen/women and those connected with the business world, presumably good enough to be invited to, or host a business conference or event. 5. Religion: Not applicable. 6. Political Affiliation: Not applicable. 7. Gender: While not meant to discriminate or stereotype that business is for men, nevertheless there is a feeling that women are not portrayed effectively in the advertisement. The second advertisement pertains to Time Books, a subsidiary of Time Inc. (www.time.com/greatplaces). I found the message of this advertisement to be unclear and confusing. Are they trying to sell a book, or promote the heritage of some of the world’s most historical places, it is not clear at all. Although it says: ‘Civilization’s 100 most important sites’ in red, the pictures are too small, cluttered and confusing. It has no appeal for the general reader. Only if you concentrate on the white text on the black background near the bottom of the ad will you realize that they are trying to sell a book-a guide to 100 of the most important historical places on Earth. 1. Age: 15 and above, must be able to read and appreciate history and culture. 2. Culture or Ethnic Background: Not specific, meant to appeal to anyone with an interest in culture, history and heritage. 3. Social Status and Education: Middle to upper class, high school and above. 4. Income and Occupation: Able to buy the book, general reader to collector to history buff. 5. Religion: Not applicable. 6. Political Affiliation: Not applicable. 7. Gender: Not applicable. The third advertisement is on the outer back cover of the magazine and relates to Cartier, the world famous brand for mainly watches and jewels. The advertisement highlights its selection of the Place Vendome Paris as the start of the Rue de la Paix, the principal location of Cartier’s business in Paris. Place Vendome is renowned as a famous square in Paris that was the place of entertainment of kings and royalty. It was originally constructed by Napoleon Bonaparte to commemorate his victory at the Battle of Austerlitz, and the column at the center has a statue of Napoleon atop it. Former residents of apartments at Place Vendome have been Frederic Chopin, Franz Mesmer and Coco Chanel- to name a few. A picture of a leopard in the foreground signifies the strength and resiliency of the Cartier brand. This ad says a lot about style and elegance even though there are no words. It forces the reader to form a connection with the Cartier brand, the elegance of Place Vendome and the staying power and exclusive prowess of the leopard (Time, 66). 1. Age: 15 and above, must be able to understand and connect the symbols. 2. Culture or Ethnic Background: Not specific, meant to appeal to anyone with an interest in class and quality goods. 3. Social Status and Education: Middle to upper class, high school and above. 4. Income and Occupation: Able to buy the products. 5. Religion: Not applicable. 6. Political Affiliation: Not applicable. 7. Gender: Will appeal to both males and females. The Newsweek U.S issue of March 12, 2012 also contains some interesting ads. The cover page mentions the rising power of China’s billionaire women entrepreneurs. In fact a glance at the magazine’s contents indicate that a major part of this issue is focused on women. On the inside cover of the magazine is an advertisement by Coca Cola saluting the role that women play in the world economy. The signature font and emblem of Coca Cola are instantly recognizable, but apart from that the ad promotes the role of women and reiterates the goal of Coca Cola to create 5 million women entrepreneurs across their global value chain by 2020 (Newsweek, 2). 1. Age: 15 and above, must be able to understand and appreciate the message. 2. Culture or Ethnic Background: Not specific, meant to appeal to a worldwide audience. 3. Social Status and Education: Middle to upper class, high school and above. 4. Income and Occupation: Not applicable. 5. Religion: Not applicable. 6. Political Affiliation: Not applicable. 7. Gender: Will appeal to both males and females. The Economist of 25 February 2012 has a two-page advertisement that begins from the inside cover. The ad is for Ludlow Suits by J. Crew. The first page emphasizes that the suits are made from fine Italian fabric, have a trim tailored fit and have bespoke inspired details. The second page shows men from different walks of life in custom tailored fashionable J. Crew suits. Each style is different (The Economist, 2 & 3). 1. Age: 15 and above, must be able to understand and appreciate the message. 2. Culture or Ethnic Background: Not specific, meant to appeal to a worldwide audience. 3. Social Status and Education: Middle to upper class, graduate and above. 4. Income and Occupation: Variable, but have need for product. 5. Religion: Not applicable. 6. Political Affiliation: Not applicable. 7. Gender: Designed to appeal to males. Conclusion We have thus seen how different groups of customers are targeted by different types of advertisements. Some of the messages, images and appeals were quite specific, others were general. All the same, it indicates that an advertisement is really effective if a lot of thought goes into it. Works Cited The Thailand Exhibition and Convention Bureau. Print Advertisement published in Time Magazine, March 12, 2012. Time Books. Print Advertisement published in Time Magazine, March 12, 2012. The Cartier Ad. Print Advertisement published in Time Magazine, March 12, 2012. The Coca Coca Ad. Print Advertisement published in Newsweek Magazine, March 12, 2012. The J.Crew Ad. Print Advertisement published in The Economist Magazine, February 25, 2012. Appendix Read More